Launch and Demo with Brynn Putnam (Mirror) | Disrupt SF (Day 2)
12:32AM Sep 7, 2018
Nobody loves a good mirror more than me. True, trust me, but I don't know how I'm going to feel about one that tells me to work out but I'm a little bit torn but we're gonna find out how I might feel. So with that, I'm going to bring up the founder and CEO of Mirror please welcome to the stage Brynn Putnam and your moderator Lucas Matney.
What do you see when you look in the mirror a chance to grow stronger an opportunity to push yourself room to beat your best. Hi, I'm Brynn Putnam, the founder and CEO of Mirror. Mirror is a nearly invisible interactive home gym. Launching today after more than a decade in the fitness space. I'm excited to introduce a health and wellness experience the world has never seen before. To set the stage. The US fitness market is $25 billion. 55 million Americans belong to a gym yet over two thirds of people who exercise do some form of working out in home the fastest growing segment of the market.
It has been boutique fitness studios where users are paying a premium to access higher quality classes, instruction and experience. But bringing the studio experience in home is easier said than done. Anyone who's tried to work out with a YouTube video on their cell phone can probably relate for the first time Mirror brings us the essential components of a great studio workout, variety, personalization and community to the most convenient place your home no matter who you are, or where you are. You can work out with world class trainers, no crowded parking lots, no wait lists, just your home your mirror and you. Let's check out the mirror in action.
Hi TechCrunch Disrupt. My name is Katie and I'm a Mirror trainer today we'll be showing you a few of the workouts you can enjoy with Mirror. Let's get started with some yoga.
Our client will purchase the mirror and then pay a monthly subscription fee for unlimited live and on demand classes. After purchase. Our White Glove delivery team will mount the mirror on the wall or set it on a stand. With its slim footprint. any room in your home can become a home gym. Then control your Mirror using our companion app, which allows you to browse for classes and adjust every element of your experience. Music is a central element of an immersive workout Mirror features embedded speakers and the ability to sync a Bluetooth audio device, then choose from one of our curated playlists or create one of your own for the first time. Choose your ideal workout content and your ideal music for a uniquely personalized experience.
Our client is an exercise omnivore so workout variety is key. At launch we are offering cardio strength yoga pilates boxing bar and stretch, but we're looking forward to expanding our offerings. Mirror classes are filmed live at our production studio in New York City and led by our team of expert trainers. We are already offering over 50 new live classes per week and every live class is then available on demand in our library. During class your instructor will offer real time instruction, and even personal shout outs to keep you motivated.
The mirror will then optimize in real time based on your goals, preferences and biometric data. For example, Kaylee has a knee injury so the mirrors algorithm is substituting jump squats with basic squats to keep her knees safe. We've tried to balance the motivation of working out with others, but the personalization of content tailored to your needs.
during class, you can connect with your classmates using emojis and notes
The Mirror community is supportive and collaborative, but there's nothing wrong with a little healthy competition, especially if it's with yourself. Sync up Bluetooth heart rate monitor or Apple Watch to enable competition mode mirrors, proprietary algorithm that tracks your ability to hit maintain and recover from target heart rate zones. Try to hit your target or beat your personal best.
Then when you're done, track your progress and show off your achievements coming soon. One on One personal training using the Mirror embedded camera and microphone and the ability to shop your workout. So you can take home your favorite gear and accessories. And we're just getting started. The mirror is not a piece of workout equipment that you'll use for six months and then discard mirrors the first new screen in your life since the iPhone which fundamentally changed how we interact with the world around us mirrors, a new kind of platform, a way for us to connect to each other and to a better version of ourselves.
Cool. All right. Well, yes.
Well, nice work on the demo thank you so much for joining us on stage and showing off your product here.
Thank you for having me.
So when you're looking at this market How do you you know this is how do you make an expensive piece of equipment in somebody's home into something that's more than just, you know, a workout DVD like where were the points in the interactivity that you really need to hit with a product like this?
Yeah I think the goal is to use data to enhance the human touch rather than to replace it so we focused on the elements of the experience that we feel are important to our client which are variety so lots of different classes fresh daily personalization classes that are adjusting and real time based on your body your goals your preferences and then the community so the ability to connect to people who are working out at the same time so you feel that support of others
gotcha and I was a little unclear on this is the is the the camera monitoring anything while you're while you're working out
our camera is a shut off during our group classes and then we turn it on during our personal training
and what does it do then
It allows you to connect to your instructor and so they can actually see your form and speech in real time
gotcha so you know this is obviously a space that peloton has really proven in a certain way. But a lot of those products and with this and Tonal like they're still pretty expensive. Like when you're looking at these startups, is it kind of difficult to see what the like, right pricing strategy is when all these companies are still relatively young?
Yeah, I mean, I think the market now is millions or 10s of millions. And then we're reaching a point where we'll be at 10s of millions or hundreds of millions as hardware becomes cheaper and we're able to sort of open the market to a wider audience but our technology is very involved and what that does come just come cost.
Okay. And when you're talking about moving beyond fitness, and talking about, you know, being the next iPhone and people's lives, like what does that actually mean?
Yeah, I mean, I think we are our goal is to not be the next treadmill in your life, our goal is to be the next screen in your home. And so with that, we have the ability to create personalized premium content across a wide range of verticals, with fitness being our first vertical, but our goal is to create a community where we can start to potentially offer other content down the line.
Any verticals in mind, like early on that you're looking at, particularly,
I think there's some natural extensions, physical therapy, beauty, fashion education that makes sense with the with the platform but obviously very in the very early stages
Okay, um, in building this product, like what were the what were the biggest challenges that you felt like you had to tackle with it like just is priced the big issue like what what do you have to look at here specifically
I mean, we create custom hardware, proprietary software and original content so it's obviously a big undertaking to take on every element of the experience, but being able to own the end to end experience allows us to flex with our consumer needs. And so we're always offering the content and the experience that best fits our customer.
Okay, I'm smart mirrors, you know, I've seen I've seen him at CES every year. And they're different than this. But what made you decide to go with the smart mirror form factor for an exercise product? Like I think you know, your competitors, they're they're shipping exercise equipment with the equipment, but this is largely relying on people not using equipment with the equipment they're buying.
Yeah, I mean, I think I for context, I grew up as a professional dancer and then opened a chain of fitness studios that have been around for the past eight years and have always grown up training in front of a mirror and understood sort of the value that the visual feedback gives you and the motivation of seeing yourself really working hard.
And when we are trying to figure out sort of how to bring the studio experience in home, we took a poll of our clients at the studios and they said the best thing we had done all year was put more mirrors into our gyms and sort of had the realization that the mirror is really the perfect platform for interactive, immersive experiences. So you have your phone for informational content, your TV for entertainment, and then you have your mirror for experiences
Going into your background a little bit how why how did you get to creating this product?
Yeah, so company Yeah, and I have spent my entire career in the fitness space. About two years ago, I found myself the owner of a gym struggling to work out which is sort of an ironic place to be and I was busy entrepreneur and a new mom and started to think about how I could work out in home but had always sort of felt like working out at home meant sacrificing quality for convenience. I didn't want to put a large piece of equipment into my living room. I felt like DVDs, the content was stale. And you're always trying to absorb the information on a small screen. And then had sort of the aha moment with the mirror and felt like we could create something really special.
When when, when so much of the businesses focused on the subscription. was there any temptation to just kind of excuse having a big upfront cost with the mirror,
I think the fact that we create original hardware just provides an immersive experience that a phone can't deliver. And obviously, for us, having a channel monopoly in people's homes is very powerful. And I think $500 million was spent on Superbowl ads last year for a reason. The ability to really be in someone's home and capture the attention for multiple hours per week has a lot of power. So for us, creating original hardware was important.
Okay, so diving diving back into this idea of this is another screen and people's lives. So, you know, are you not setting yourself up to be a hardware or a workout hardware company in the in the long term like, like how does this become more than just just another screen startup?
I think I sort of think the, the market opportunity for premium personalized content in home is huge is enormous. And I sort of think of the market has been divided into two groups, sort of the smart fitness equipment where you're looking at things you've seen before so treadmills, bikes, weight machines, often with the screen attached and then I feel that we're creating a new category and the new category is one in which we're creating a workout agnostic content agnostic platform. So it's built for premium, personalized, interactive experiences and what those experiences are will flex as our consumers Tell us more
How do you think you can do you plan on trying to pull people away from going getting gym memberships with this, like
No, I think we're we're a wonderful compliment to the real life experiences that people are enjoying. But I think there are certain realities as people grow busier, move to the suburbs start families that make it more and more challenging to make it to a gym. And for those folks mirrors a great supplement or replacement
Are the social aspects going to be pretty key to building the network effects that are going to have multiple people having this on their homes. Like do you want like friends working out with friends? Like, obviously that would be great, but like, what are the interactive elements that you have to build for those to come?
Yeah, I mean, I think conveniences premium. So I think for our consumer the ability to do the workout they want when they want to do it. Personalized for them is paramount to being able to gather a group of friends together to go to their yoga class. That being said, knowing that there are other people out there part of the mirror community who are cheering them on if it means sending a thumbs up emoji during class or seeing a familiar name and your your iridium yoga class. I think that has a lot of power to keep you accountable for your plan.
Okay, cool. Alright, well, I want to congratulate you on erecting a wall on stage I think that's the only wall will have but thank you so much for chatting with you